CASE STUDY ON

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Work Sheet 1

1. What is meant by the term positioning? Kotler defines positioning as, the act of designing the companys offer so that it occupies a distinct and value place in the mind of the target customers. A brand can be positioned by associating its name with the desirable benefit. For example: Volvo Safety Hallmark Caring Lexus - Quality A firm may choose to target its product at a particular section of an overall market. It may try to portray the product in a certain way and give the brand characteristics that would influence the consumer's purchasing decisions.

2. Why do firms try to establish brand names? Firms try to build brand names as it is a way of differentiating its products and services from those of its competitors. The most famous brand names are now invaluable, intangible assets for the firms who produce them. This differentiation will encourage consumer loyalty and allow a price premium, thereby increasing profits.

3. Make a list of twenty of the best known brand names. Which of these are examples of corporate branding and which are multiple product branding?

Coca Cola Corporate

Microsoft Corporate

IBM Corporate

Intel - Corporate

Nokia Corporate

General Electric Corporate

Avon - Corporate

Cadbury Corporate

Tommy Hilfiger Multiple

Ford Corporate

Disney - Corporate

McDonalds - Corporate

Hewlett Packard Corporate

Toyota - Corporate

Gillette - Corporate

Sony - Corporate

Nestl - Corporate

GAP -

Pepsi - Multiple

Adidas - Corporate

4. Choose any 3 brand names and make a list of the core brand values Colgate Three fundamental valuesCaring, Global Teamwork Continuous Improvementare part of everything we do. PepsiCo and

Our Values reflect our aspirations - the kind of company we want PepsiCo to be. We express our values in the form of a commitment. Our commitment is to deliver sustained growth, through empowered people, acting with responsibility and building trust. Intel Our Values are customer orientation, risk taking, discipline, great place to work, quality and results orientation.

5.

Kelloggs Cornflakes

Wheaties

A white background It is aimed at the whole family

An orange colourful background It is aimed at sports people The cover has pictures of cartoon characters which depict the sportive nature. It has its nutritive content on the side of the box. It is also appealing to the children due to the cartoons and the colourful background. The net weight of the content, the price, date of manufacturing, date of expiry and the batch number are given on the top of the box Serving suggestions are given at the back of the box Wheaties is the main brand

The back cover provides a face mask which appeals to the children and the nutritive information provided at the side of the box impresses the adult The net weight of the content is given in front. The price, date of manufacturing, date of expiry and the batch number are given on the top of the box Serving suggestions are given on the side of the box Cornflakes is the individual brand under Kelloggs

6. Why was it so important to communicate the changes to the consumers in advance? Can you think of other examples of firms making radical changes in the brand identities of their products?

Sales promotions will convince the customers to buy the product after which they will get used to the design.

It allows the consumers to get used to new designs and transfer of brand equities to new designs. It enables the customers to recognize the product easily without any confusion while shopping at a supermarket.

Other examples:

Pepsi UTI Bank Hutch Starburst

Bibliography & References:

Books: Marketing management- Philip Kotler

Websites: www.kelloggs.com www.pepsico.com www.colgate.com www.intel.com www.xyri.co.uk